The latest news from SEMA councils and committees:

Manufacturers' Representatives Council (MRC)

MRC members are encouraged to make plans now to attend the SEMA/MRC 6th Annual Rep Conference, September 26–27, at Pointe South Mountain Resort in Phoenix, Arizona. The two-day event will feature an Interactive Town Hall & Dinner covering the topic: “What Is Expected of an Agency or Manufacturer’s Rep Servicing Satellite Warehouse Locations?”

Panelists will include Chris Thomson (Airaid), Bob Arnold (Professional Products), Jim Gedney (Pace Edwards), Larry Montante (Keystone Automotive), Nick Gramelspacher (Meyer Distribtuing), and Donnie Eatherly (P&E Distributors). Jim Spoonhower, SEMA vice president of market research, will facilitate.

The following day will include rep meetings and roundtable discussions. To register, click here.

To learn more about the MRC, visit www.sema.org/mrc or contact Jan Desma at jand@sema.org.

• Melvin Benzaquen, Classic Restoration Enterprises Inc.
• Todd Bidwell, Parts Unlimited Inc. (Incumbent) 
• Ken DeVries, Trader National Publishing 
• Steven Moskowitz, Antique Automobile Club of America Inc.
• Roger Niehaus, Auto Custom Carpets Inc. (Incumbent)
• Sandy Patterson, Primedia (Incumbent)
• Curt Patterson, AMAA (Incumbent) 
• Jim Vinarski, Carlisle Productions Inc. (Incumbent) 
• Mark Vogt, Classic Industries/OER
  

• Del Austin - Street Thunder magazine (Incumbent)
• Tommy Daniels - Yearwood Speed & Custom (Incumbent) 
• Dick Dixon - Automotive Education Alliance Inc. 
• Mike Kinney - Las Vegas Rod & Custom 
• Rick Love - Vintage Air Inc. (Incumbent) 
• Bob Millard - Championship Auto Shows 
• Ross Ortman - Dakota Digital Inc. (Incumbent) 
• Brian Reese - Comp Performance Group 
• Eric Saltrick - Steele Rubber Products 
• Janeen Webb - Primedia
  

• The DVD: "Why Paint Colors Vary?" This valuable resource is now available. TORA members now have a valuable new tool that will help educate consumers about the challenges of the paint color-matching process. Available for dealers and installers to play in their waiting areas, the video is presented in a professional format and brings a consistent message on why paint colors vary. The TORA "Why Paint Colors Vary?" DVD is available to TORA council members free of charge (or $49.95 for non-TORA members). Other tools available from TORA are the CHMSL and altered-height CDs. For details or to place an order, contact Staci Perricone at 909/396-0289, ext. 104, or e-mail stacip@sema.org.

• PRO members: Join your colleagues at the 15th annual PRO Project-Planning Meeting, Thursday–Friday, June 7–8, at the Crowne Plaza Detroit Metro Hotel. This is your opportunity to take a stake in your council's future by taking advantage of an agenda that includes group brainstorming sessions, breakout group discussions and action planning for future council projects. The event also includes and exclusive reception at the Henry Ford Estate, complete with a private tour of the automaker's elegant mansion. To RSVP, e-mail to Summer Wright at summerw@sema.org by May 18. For hotel and airline reservations, contact Manya at Manya.P@travelstoreusa.com or 949/930-9268.

• The 2007 SEMA Internet Symposium, developed by the SEMA Sport-Compact Council (SCC), is being held to demystify the complex world of the Internet, explain what it means to the automotive specialty-equipment industry and provide SEMA members with the tools needed to tap into the $760-million specialty-equipment online marketplace.
  
  Scheduled for Saturday, July 28, in Irvine, California, the one-day event will focus on intriguing e-commerce issues that directly relate to the automotive aftermarket. The agenda includes a historical look at the evolution of the Internet, a comprehensive  explanation of search-word optimization and pay-for-click advertising, definitions for common terms and acronyms, what’s in store for the future, how all this affects intellectual property rights (IPR) and what legal rights to protecting your brand identity are available…and much more.
  
  “The Internet has revolutionized the automotive aftermarket and how business is conducted,” said SCC Chair-Elect Eric Breslow, of Power Slot/Power Performance Group. “The Internet Symposium is going to teach SEMA members what they need to know to stay on the Internet forefront. As e-commerce becomes more and more prolific, this information will be a necessity to conduct business in what has become a technology-dependent age.”
  
  Organizers are quick to point out that the SEMA Internet Symposium is the only one of its kind to speak directly to the performance aftermarket and address the industry’s unique needs.
  
  “Many in the automotive specialty-equipment industry do not fully understand the capabilities of the Internet,” said SCC member Tracie Nuñez, who says that 80% of companies in the automotive industry are not fully utilizing the business potential that the Internet offers. “Companies that do not have a website or those who are not utilizing the Internet will benefit from the Internet Symposium the most. However, even those who do have websites, or those who are pretty comfortable navigating the web, will discover new tricks and strategies, and learn how they can be more productive.”
  
  Companies that outsource their web-design work are strongly encouraged to attend the event. “You’ll learn how to identify shortcomings from your vendors and ensure that they are providing you with the right products and services at the right prices,” said Breslow.
  
  The event is $25 for SEMA members (includes lunch); non-SEMA members can sign up for $225. Space is limited. Visit www.sema.org/scc to register or to obtain more details
  

• Tracie Nuñez, Advanced Clutch Technology, was elected chairman-elect of the SCC. Nuñez will start her role on July 1 when current chairman-elect, Eric Breslow, Power Slot/Power Performance Group, takes over as SCC chairman.

• Get expert advice on a business-related problem. The SEMA Mentoring program, powered by the SBN, is available to all employees of SEMA-member companies. Ask a one-time question or be matched with an established leader. Visit www.sema.org/mentoring for details.

• Did you know that the annual SEMA Show Silent Auction, hosted by the SEMA Young Executives Network, raised more than $70,000 for the SEMA Scholarship Fund in 2006? If you are interested in donating an item or becoming involved in the 2007 Silent Auction, please visit our website at www.sema.org/yen.
  
  
• Did you know that YEN has more than 500 members networking in the industry and is the largest SEMA committee? If you are employed by a SEMA-member company and are under the age of 39, then you can join the YEN for free. If you are interested in becoming part of the team, visit the YEN website at www.sema.org/yen.
  
  
• Bianca Hennings, Window Canvas, was selected for the YEN Silent Auction Task Force Chairman. Hennings will assume the position when the current chairman, Dave Williams, Rampage Products, finishes his term with the YEN Select Committee in July. The SEMA Silent Auction, that is managed by the YEN, has raised more than $100,000 for the SEMA Scholarship Fund in the past three years. If you are interested in participating in the SEMA Silent Auction on any level, visit www.sema.org/yen for additional information.
  

• Did you know that YEN sponsors networking events and mixers at most of the major trade shows and conferences? If you are interested in becoming a member of the SEMA Young Executive's Network, please visit our website at www.sema.org/yen.

• Becoming involved in SEMA at an early age will help you work your way to the top. Did you know that current SEMA Chairman of the Board, Mitch Williams, was once a member of YEN? If you are interested in becoming a YEN member, visit our website at www.sema.org/yen.

• Lance Packard, Painless Performance, was elected YEN chairman-elect. Packard will assume the position when current chair-elect, Laurel Dasher, Uni-Marketing LLC, takes over as YEN chairman on July 1.

• Did you know that the YEN has a Member of the Month Spotlight on the SEMA website and that anyone can be nominated? To view previous selections or to make a nomination, visit our website at www.sema.org/yen.

Entries are still being accepted for the 2007 Tire Review Top Shop Award presented by Hennessy Industries, a new program that seeks to honor the "best of the best" independent tire dealers in the United States and Canada.

The Top Shop Grand Prize winner will receive a Coats APX90 tire changer, a $1,500 cash prize, airfare and hotel for two (2 nights/3 days) to the 2007 SEMA Show, a feature story on their business in the October issue of Tire Review and a specially designed trophy to display in the store.

Three finalists will each receive a Coats 1250 tire/wheel balancer, a $500 cash prize, a feature story on the dealership in the October issue and a specially designed plaque.

The Top Shop Award was created to highlight independent tire dealers who epitomize attributes we stress in every issue of Tire Review: exemplary customer service and retention, training and education, merchandising and promotion, professional standards and conduct, appearance, business management, community involvement and growth and achievement.

Dealers can nominate their own businesses, or others can nominate tire dealer businesses. Those making the nomination simply provide basic information about the dealership and write a short (300-word maximum) essay explaining why that dealership should be considered.

From there, all entrants are reviewed and a group of semi-finalists selected. Those semi-finalists will be asked to provide additional information for judging. A panel of judges, including industry professionals and a member of the Tire Review staff, will select four finalists and, ultimately, the 2007 Top Shop Award winner.

Deadline for entries is July 15. Download an entry form at www.TireReview.com by clicking on the Top Shop banner ad in the middle of the homepage.

Filler for eNews

Dates and locations for several upcoming SEMA-sponsored shows and activities have been announced. Details are:

>> SEMA Webinar: 10 Steps to Your SEMA Show Plan That Will Guarantee ROI and Success, June 10
>> Aftermarket eForum, Hyatt Regency O'Hare, July 16–18, Chicago
>> SEMA Installation Banquet & Gala Fundraiser, July 27, Irvine, California
>> MRC Rep Conference, September 26–27, Phoenix
>> SEMA Show, October 30–November 2, Las Vegas

For association-related travel, contact Manya Petropaki (manya.p@travelstoreusa.com) at Travel Store USA, 949/930-9268.

SEMA-members companies have posted several new listings for job opportunities at www.sema.org/classifieds. Working for a SEMA-member company has many advantages. In addition to working for a company that supports and contributes to the success of the overall industry, being employed by a SEMA-member company enable the employee to participate in webinars, access free market research, join SEMA committees and more. The newest classified listings posted under Positions Available include:

• Marketing Associate/Customer Service Support, Norwalk, California
• Truck Suspension Sales Tech, Costa Mesa, California    
• Regional Sales Manager - New Business Development, Sarasota, Florida    
• Sale/Inside, Huntington Beach, California
• Tech Editor and Media Contact, El Paso, Texas
• Sales, Las Vegas, Texas
  

The links below represent SEMA’s councils and committees, groups dedicated to specific market niches and professional groups within the specialty-equipment industry. For more each council and committee, click the link below, or e-mail member@sema.org to request more information.

SEMA Council and Committees

Restoration: Automotive Restoration Market Organization (ARMO)
Hot Rod: Hot Rod Industry Alliance (HRIA)
Light-Truck Accessories: Light-Truck Accessory Alliance (TORA)
Manufacturers’ Reps: Manufacturers’ Rep Council (MRC)
Motorsports: Motorsports Parts Manufacturers Council (MPMC)
Restyling: Professional Restylers Organization (PRO)
Sport Compact: Sport Compact Council (SCC)
Wheels and Tires: Wheel and Tire Council (WTC)
Businesswomen: SEMA Businesswomen’s Network (SBN)
Young Executives: SEMA Young Executives Network (YEN) 

According to information from The NPD Group, a consumer and retail information company, marketers of vehicle appearance products (i.e. car care) could see a boost in business this spring. The firm reports 12% of consumers surveyed last fall indicated they would spend more money on vehicle appearance this year; only 4% said they would spend less.

Early spring data indicates that consumers may be following through on their promises. Based upon NPD’s Early Indicator Report on sales through the auto-parts channel, dollar sales for appearance products and accessories were more than 17% higher in the month of March 2007 versus the same month in 2006.

“Traditionally, the spring season brings consumers outside and into the driveway for some much needed car care” said David Portalatin, director of industry analysis for the NPD Group. He adds, “The growth we’ve seen so far is especially encouraging, given that winter has lingered in many parts of the country a bit later than usual.”

Portalatin sees an opportunity for a broader impact beyond just appearance. He stated, “Marketers of aftermarket products and services should consider how they can leverage this opportunity to drive sales in many categories. They should look for ways to take advantage of any lift in consumer traffic that may be generated by automotive spring cleaning. For example, think about bundling and cross-promoting maintenance and/or repair-related categories to help consumers take care of their cars inside and out.”

NPD’s Car Care Trac adds insight into the appearance-product consumer to help automotive products manufacturers and retailers make the most of this marketplace opportunity. The data shows that although vehicle appearance is a concern for drivers across the demographic spectrum, consumers ages 18–24 are a bit more likely to purchase appearance products. This segment is quite image-conscious, and this attitude extends to their vehicles, especially this time of year. In addition, higher-income consumers are also more likely to buy appearance products. These consumer segments may hold the key to unlocking big sales this spring.

Having the right brands will also be an important factor, according to the NPD Group. When asked how they would respond if their preferred appearance-product brand was not available, one out of four consumers said they would not make the purchase at that time. One in five would go to a different store to find their preferred brand. Consumers also cited ease of use as playing a role in their brand choice. In fact, the average do-it-yourself consumer is 37% more likely to say “ease of use” was a reason for choosing a particular brand.

Although favorite brands and ease of use are driving forces in vehicle-appearance purchases, nearly half of the do-it-yourself appearance-product consumers make their purchases impulsively. These consumers are 47% more likely to decide to buy products once they have gone into the store, heightening the importance of in-store placement, promotion and appealing packaging.

Source: The NPD Group, Inc. (May 2, 2007). “NPD Reports Consumers Will Spend More On Vehicle Appearance This Year.” The NPD Group, Inc. press release.

Without a doubt, safety and security features and services are becoming an increasingly important part of automakers' arsenal as they try to differentiate themselves from the competition and woo more customers into their fold, according to a recent TechnoMetrica Market Intelligence article. In a recent newsletter, TechnoMetrica states that the trend of adding more features and services to today’s vehicles is not confined to safety and security. Information and entertainment are also key areas that are growing each day with things like DVD players, Bluetooth technology, satellite radio, navigation systems, ports and gaming consoles becoming more and more common.

TechnoMetrica’s research shows that consumers really want all these add-ons. However, they qualify that by adding that, not everything making its way into today’s vehicles are equally desirable. Consumers place heavier importance on features and services that have a concrete, directly practical use. Because of this penchant for practicality, navigational aides and safety or security services score highly among most Americans.

Items at the bottom of the list include things that have little directly applicable practical value for drivers—gaming consoles come to mind here.

But that’s not to say a market for in-vehicle gaming consoles doesn’t exist. It does. Especially among those who chauffer their children around a lot on long trips where anything that keeps the kids occupied is a blessing for weary drivers. Below are TechnoMetrica’s estimated penetration rates for selected in-vehicle features and devices:

• DVD Player–23%
• Satellite Radio–12%
• Navigation Systems/Features–10%
• Safety/Security Services–10%
• Ports for Multimedia Devices–10%
• High Definition Radio–7%
• Bluetooth Technology–5%
• Gaming Console–4%

Source: TechnoMetrica Market Intelligence. “Developing Trends.” AutoView newsletter.

The future of filters appears to be heading in a good direction, according to a new study from The Freedonia Group, Inc. A recent Aftermarket Business article states that filter shipments are projected to advance 3.2% annually through 2011 to $10.9 billion. Gains will be driven by ongoing sales in the aftermarket, which accounts for the vast majority of demand. Advances will also be spurred by pending changes in environmental regulations, particularly those involving cleaner air and a reduction in diesel engine emissions. Manufacturers’ increasing interest in reclaiming production inputs from process water and investing in water-recycling processes to reduce costs will also drive demand for filters.

Additionally, advances will be aided by an increasing penetration of newer products, particularly motor-vehicle cabin air filters, many varieties of home air and water filters and the development of a significant aftermarket within these segments. These and other trends are presented in “Filters” a new study from The Freedonia Group, a Cleveland-based industry research firm.

Shipments of air filters are expected to post the strongest growth through 2011, driven primarily by changes in environmental regulations and gains in the consumer market. The internal-combustion engine and related filter segment (oil, air intake, fuel and cabin air) is a relatively mature product group that is expected to post more modest gains but will benefit from the ongoing development of new types of diesel-engine filters and a growing aftermarket for cabin air filters.

The motor-vehicle market will continue to account for the largest portion of total demand, with a 24% share in 2011, despite below average growth, the company reports. The high volume of these oil, fuel and air-intake filters sold as original equipment and in the aftermarket more than offsets their relatively low unit prices.

Demand for filters in the other transportation equipment and utilities markets is projected to post the strongest gains, powered by current and pending regulations and concerns about the quality of air and portable water supplies. Demand for filters used in diesel-powered off-road equipment will also post strong gains, primarily stemming from pending regulatory changes.

“Filters” is available from The Freedonia Group, Inc. For more information, contact Corinne Gangloff at 440/684-9600, pr@freedoniagroup.com or visit www.freedoniagroup.com.

Source: “Sales Not being Filtered Out in Product’s Future.” Aftermarket Business. Retrieved May 18 from www.aftermarketbusiness.com.

The benefits of strategic planning are many, but the planning process itself has its own rewards, according to a recent article by Dan Beaulieu, president of D.B. Management Group LLC. The excerpt of his article below describes how companies can benefit by taking the time to develop a strategic marketing plan:

Does your company have a strategic business plan? How about a formal marketing plan? Does your team sit down together at least once a year and hack out how you did this year and what you plan to do next year?

How often do you really sit down with your team and talk about the future? Chances are you spend most of your time together talking about running your daily operations. But how often do you put these issues on hold and talk about your business, your future and your vision?

This is the one key factor that differentiates the good companies from the great companies. If you don’t take the time to reflect on where you’ve been and plan on where you are going, then you are not doing your job, says Mr. Beaulieu. Your team will never be solidly united and your company will never be great.

Planning does not have to be tedious; it can be a lot of fun. During the planning process, your team members will discuss their visions for your company. Try to get your staff to open up to focus on what is going on outside of your company; that is what really matters. Try to get them to focus on what current and potential customers want. Make the sessions as open and productive as possible. Make sure that you allow a decent amount of time for this exercise and that you are completely isolated, ideally at an off-site location.

All of your first reports should participate in these sessions, even HR and accounting. They have ideas, and they need to be part of the future as well. The sales manager should bring input from the sales team. As the number-one customer advocate, the sales manager needs to bring the customer to the table.

To make sure that the discussion goes in the right direction, Mr. Beaulieu likes to use a series of questions about the company. What kind of business are you in? Why should people do business with you? Also ask about your products—today and in the future—and about your competition. These questions, when answered intelligently (a short-answer essay test, not a true and false test),  will generate the basis for your strategic sales and marketing plan.

Here are some of the benefits you will derive from this exercise, besides having a good plan for the future:

• You will unite your team.
• You will have a common vision. By developing this plan together, everyone will feel ownership of the plan and the direction the company is taking. Do all of your disagreeing in private, and once your team emerges from the planning sessions, it will be one team, one plan, one vision.
• You will have woven the flag for the entire company to follow. People follow messages and ideas rather than money and other incentives.
• You will have a well defined company. You will know with clear insight where you’ve been and, most importantly, where you are going.
• You will know your message and be able to communicate to the rest of the team, your sales reps, your customers and your marketplace.
• You will have a great way to measure your progress. Part of developing a good plan is setting goals and then measuring performance against those goals. You will have put in place a successful process that you can use over and over again, year after year. Mr. Beaulieu is a proponent of the idea of having quarterly updates to check on how things are going against the plan you developed.

Make sure that you stick to your plan, but keep it flexible. Try to develop a plan every year. The first year will be the toughest, but the second and third years will be the most dangerous with the temptation to get lured into the “ditto” mindset. This will happen when you start hearing yourself or your teammates say things like, “We covered that pretty well last year; there is really no reason to cover that again this year.”

Treat every year as a new year. Build on the previous year’s plan, but please do not dilute the quality of your brainstorming session this year because “we already did this last year.” Give this a try this year.

Mr. Beaulieu is a marketing expert who helps companies boost sales with targeted strategies, tactics and communication plans. After working as a top sales executive for three major fabrication companies, he now heads up D.B. Management Group. For more, visit www.dbmpcb.com.  

Source: Beaulieu, Dan. “Benefit from Sales and Marketing Plan!” www.dbmpcb.com.